LINGUISTIC PECULARITIES OF REALISATION OF PERSUASIVE STRATEGIES IN MOTIVATIONAL TED TALKS SPEECHES

The paper presents the analysis of linguistic means of realization of persuasive strategies in motivational Ted Talks speeches. Nowadays, the popularity of Ted Talks gradually increases due to the variety of meticulously organized speeches presented to the view of society since the moment of TED’s creation. Millions of people from all around the world visit the online TED platform daily in search of inspiration, motivation and knowledge from various spheres. The object of our scientific research is the persuasive strategies in motivational Ted Talks speeches. The relevance of the study is determined by the need to identify and study the mechanisms of verbal realization of persuasive strategies in rhetorical and media discourse, as persuasion in discourse is one of the current problems of modern linguistics. The subject of the research is verbal means of realization of persuasive strategies in the discursive space of Ted Talks speeches. In the research the following methods have been used: the methods of analysis and deduction; the method of pragmatic analysis, the method of contextual analysis, and the descriptive method. The data of the research has been withdrawn from the transcripts of motivational Ted Talks speeches. The scientific novelty of the results obtained is in singling out the peculiarities of persuasive strategies realization in Ted Talks media discourse and working out the typology of persuasive strategies. The study is based on the three persuasive strategies outlined by the principle of rhetoric: ethos, logos, and pathos. Together, they support efficient persuasion and present the tools to effectively connect with the audience; know their interests, prejudices and expectations. Ethos is a persuasive strategy that allows an orator to establish their authority to speak on the subject, logos is categorized as a tool for implementing a logical argument into the speech to prove its point and pathos is a speaker’s attempt to influence the audience emotionally. The results prove that all three of those rhetorical persuasive strategies are frequently used by Ted Talks presenters in their motivational speeches. The appeals to credibility, logic and emotions are the key features implemented in the discursive space of Ted Talks as the necessary elements of persuasion. Key words: persuasive strategies, ethos, pathos, logos, motivational speeches, Ted Talks.

PЕCULIARITIES OF ADVERTISEMENT STRUCTURING IN MODERN ENGLISH TOURISM DISCOURSE

Nowadays tourism industry is one of the areas that facilitate the economic and cultural growth of the country. Tourism does not only open borders, acquaint with the cultural heritage, and expand “intellectual capacity”, it is a sphere where various suggestive means – subconsciously and consciously – are widely used. A tourist destination is popularized through advertising, so advertising texts in tourism advertising discourse – an institutional type of discourse focused on specifying within numerous tourism destinations and on reciprocal communication with recipients – are one of the key means of promoting tourism products. The end goal of our paper is to pinpoint the basic structure of the modern English tourism advertisement and determine the correlation of its verbal and nonverbal components, the subject of the research is verbal and nonverbal means of reproducing tourism advertisement content. The goal can be achieved through the tasks aimed at analyzing the correlation of verbal and nonverbal and at the presentation of the basic framework of the modern English advertisement in tourism advertising discourse. The results of the research proved that the peculiarity of advertising texts in modern English tourism advertising discourse is in the combination of informational, linguistic, socio-cultural, gender, and psychological components that altogether create a positively-marked tourism destination image in the recipient’s consciousness. The information in the advertisements is fragmented to avoid overwhelming recipients with “known” facts. The tourism destination advertisements have a basic structure of a visual component (arch-fragment) as a means of attracting the recipient’s attention and a verbal component: title (middle fragment), as a means of interest, and text (terminal-fragment), as the main means of suggestion. Key words: modern English tourism advertising discourse, correlation, verbal component, non-verbal component, visual component.

THE SYSTEM OF EXERCISES FOR TEACHING ORAL CONSECUTIVE INTERPRETING

The aim of our study was to create a system of exercises for teaching interpretation in the language pair "German-Ukrainian", due to the emergence of new standards for the quality of professional training of interpreters. In our article we used theoretical and empirical research methods: critical analysis of scientific literature on translation studies, methods of professional training of translators; educational documents and textbooks in higher education institutions; monitoring the organization of interpretation training in higher education institutions; observation of the organization of interpretation training in the Free Economic Zone; survey of translation teachers in order to study the state of professional training of applicants for higher education; questionnaires, self-assessment of future translators in order to identify the probable level of their professional competence. At the initial stage of the study, a survey of both higher education and translation teachers was conducted in order to identify priority areas of professional interpretation of an interpreter, to select relevant material and develop a system of exercises to develop skills and skills of interpretation within the discipline "Fundamentals of Interpreting", which is taught in the 3rd year (180 hours, 6 credits). The subject component of the content of interpretation training is limited on the basis of the results of the questionnaire in the following areas: social, political, as well as the field of culture and education. According to the stages of interpretation training, a system of exercises consisting of three subsystems has been developed. These include exercises for: 1) the formation of special skills of interpretation; 2) automation of skills and formation of special and strategic skills; 3) development of special and strategic skills. The material for the development of these exercises was authentic German-language online sources in the field of culture and education, as well as social and political spheres of human activity (official websites of Deutsche Welle, the European Commission, the website of the Federal Chancellor and the President of Germany; private podcast Annik Rubens Slow German mit Annik Rubens, printed publications in online format: Bild, Zeit, Spiegel, die Welt, Frankfurter Allgemeine, as well as online terminological dictionaries. The total amount of practical tasks for translation and exercises for the formation and automation of special skills of interpretation and development of strategic skills is 200 units, which are offered as a basis for the conclusion of methodological development for teaching interpretation in the 3rd year. Key words: consecutive interpreting, professional competence of an interpreter, system of exercises, stages of training, groups of exercises.

STYLISTIC DEVICES IN REVEALING CHARACTERS’ EMOTIONS AND WAYS OF THEIR TRANSLATION

The present research focuses on the analysis of the most common stylistic devices that are used to depict characters’ emotions in two novels “Flowers for Algernon” (2006) and “The Minds of Billy Milligan” (1995) written by the American author Daniel Keyes. The patterns of translation of emotionally coloured extracts of the text where these stylistic devices have been used are analysed in this research. As stylistic devices are considered to be an integral part of the composition of works of fiction and they add emotional colouring and exert pragmatic influence on the readers, translators Viktor Shovkun and Olena Stusenko faced onerous work as their task was to find accurate equivalents and use translation transformations in order to avoid literal translation, achieve adequacy on all levels and preserve the stylistic colouring. Furthermore, it is worth mentioning that the translation should fully replace the original text and recipients should perceive the translated text as identical to the original even though stylistic devices and the emotional component of linguistic semantics are arduous to convey in translation. This research also concludes that translators most often resorted to lexical (concretization, generalization and modulation), lexico-grammatical (omission and addition) and grammatical (verbalization and nominalization) translation transformations to avoid literal translation. It has also been established and verified by a comparative method that more stylistic devices are used in the Ukrainian translation than in the original text. The most widely used stylistic devices are metaphors, epithets, comparisons and idioms. Key words: stylistic device, translation transformation, source text, target text, pragmatics, communicative intention, emotions.

CONCEPTSYSTEM OF MODERN ENGLISH GASTRONOMY ADVERTISING AESTHETIC DISCOURSE

The article presents a study that allowed us to construct a cognitive map of modern English gastronomic advertising aesthetic discourse. The main features in the understanding of gastronomic advertising discourse by the representatives of the English-speaking community – gourmet aesthetes are analyzed. The research material for the modern English gastronomic advertising aesthetic discourse was the gastronomic Internet texts of the social network Instagram, which contained a particularly expressive specific aesthetic component. It is established that the mental framework of the cognitive space of a modern English gourmet esthete is formed by 48 significant discourse-creating autochthons-concepts (sensations, emotions, recipe, ingredient, taste and others). The separation of the constants of the concept system of modern English gastronomic advertising aesthetic discourse – generative autochthonous concepts was carried out through the inventory of texts, fixation of objectifiers of concepts and their grouping into semantic areas. To verify the objectivity of the facts, a quantitative method of calculation is used, the criterion χ2. With the help of linguo quantitative methods, system connections (strong, medium and weak) between the main autochthonous concepts (RECIPE – INGREDIENT, TRADITIONAL MEAL – TEA, EXPERIENCE – SATISFACTION and others) were established and significant autochthonous concepts in modern English gastronomy were identified. The components of the conceptual system of modern English-language gastronomic aesthetic discourse and their combination builds a unique representation in the form of a cognitive map. The study allowed to construct a cognitive map of the studied type of discursive practice, which reproduces its conceptual system and, thus, explains the main mental cores of its participants – modern English gourmet aesthetes: characteristics of products, feelings and emotions they evoke, the principle of healthy eating, demonstration of their own gastronomic preferences in social networks in the form of blogs, because the modern English-speaking aesthetic and gourmet world of social network is impossible to imagine without a blog, where it is important to post on the social network Instagram, which describes the author's experience and feelings and emotions from food (first of all, pleasure and happiness), which provide the aesthetics of the advertising text. Key words: discourse; advertising discourse; gastronomic discourse; aesthetic discourse, cognitive mapping.

THE PECULIARITIES OF COMPILING THE “GERMAN-UKRAINIAN DICTIONARY OF TERMINOLOGY OF LIFE SAFETY”

The article deals with the principles of compiling the “German-Ukrainian Dictionary of Terminology of Life Safety” and selection pecularities of the lexical material such as the principles of compliance with the goals and objectives of learning, frequency, word-forming value of the term, associative value, subjectivity and semantics. Compilation of the dictionary involves many stages: analysis of existing dictionaries, research of the needs of the addressee, determination of requirements and future characteristics of the dictionary, development of its macro- and microstructure, collection of lexical material, design of dictionary articles, selection of translation equivalents, ordering of the dictionary in accordance with the developed structure, editing, checking the compliance of the received product with the set goals. The author offers the most productive and speed methods of compiling a dictionary with the help of BootCat generation program and Morphy program of paradigms synthesis, which allowed to single out 20,000 terms of the professional language of life safety in the shortest time and find their Ukrainian equivalents. The generation of a body of texts is carried out with S. Sharoff’s method, which provides the search for professional texts with the help of randomly combined four basic terms. This ensures the organization of a homogeneous selection of thematically related texts from the Internet (manuals, reference books, scientific articles, newspaper reports, instructions, sights, abstracts and annotations of articles, etc.). The obtained texts are processed with the help of the Morphy paradigm synthesis program, which automatically assigns all possible grammatical categories to each word in the sentence, and compiles the initial list of terminological dictionary. The next task is to provide equivalent words in the language of translation, able to accurately convey the semantics of the register word. Consequently, in the hands of the user of the dictionary, there is a certain linguistic model of the German professional language of life safety in its equivalent reproduction in the Ukrainian language. The presence of such an initial model will allow the user to perceive adequately scientific texts and, thus, successfully expand their scientific and conceptual apparatus in the future. Key words: dictionary, term, German professional language of life safety, terminological system, lexicography, synthesis of paradigms.

PECULIARITIES OF TRANSLATION OF TEXTS OF GERMAN-SPEAKING OFFICIAL AND BUSINESS DISCOURSE

The purpose of our article was to analyze the peculiarities of the translation of texts of German-language official business discourse. The object of our research is international agreements between Ukraine and Germany (German and Ukrainian), and the subject is the peculiarities of their translation. It should be noted that the documents of interstate nature on the legal basis of relations between the Federal Republic of Germany and Ukraine, which are posted on the website of the Embassy of Ukraine in Germany (Botschaft der Ukraine in der Bundesrepublik Deutschland) and the Embassy of the Federal Republic of Germany in Kyiv Києві (Botschaft der Bundesrepublik Deutschland Kiew). In our study, we used general scientific methods (induction and deduction, analysis and synthesis), methods of linguistic analysis, such as communicative-pragmatic and interpretive analysis of the text, as well as contrastive translation analysis, which is considered the main method of comparing the original text and translated text. The article describes the lexical, grammatical and stylistic features of the texts of international agreements, taking into account the specifics of the official business style in the German and Ukrainian language pictures of the world. The texts of the analyzed agreements are the sphere of concentration of nationally marked vocabulary and features of the socio-political state of the country. The level of translation of formal agreements implies the preservation of the stylistic features of the original text as much as possible. The study found that current trends in the translation of official business discourse, including international agreements, show that the typological features of the German and Ukrainian languages impose restrictions on the use of translation transformations such as tracing, preferring lexical-semantic transformations (concretization) and grammatical substitutions (replacement of grammatical category, replacement of grammatical form, syntactic transformations of sentence structure). At the same time, for the transfer of non-equivalent vocabulary there is an increasing tendency to use the nominations established for the practice of translation and international communication in the framework of equivalent translation, transliteration, to a lesser extent - transcription. Within the framework of text units, complex transformations are often more obvious when translated into Ukrainian. Key words: official business discourse, German-Ukrainian international agreements, professional translation, translation strategies.

ICONIC ENCODING OF CORPOREALITY IN MODERN ENGLISH

The literature on the unity of emotional, volitional, intellectual, and physical states within the holistic cognitive-semantic context of corporeality shows a variety of approaches. The originality of our solution lies in the fact that the object of the prеsеnt study is the domain of Grеimassian sеmiotic thеory (including the so-called thymic category) that has been further developed: Taking into consideration that people use basic-level concepts regularly, we hypothesised that thymic category members can be selected, given that these category members are yielding information on the semantics of perception in the elementary concepts of Modern English. The data obtained suggests that the information on the thymic category is conveyed by the conceptual triad SENSE : FEELING : EMOTION. Furthermore, cognitive and onomasiological features of the basic-level concepts have been analysed. Thus, the previous research has been extended by clarifying the semiotic structure of the thymic category in Modern English and presenting the results on the distribution of cognitive-onomasiological capability within the framework of derivatives of the verbalized conceptual triad SENSE : FEELING : EMOTION. The iconic character of this conceptual complex is one of the means of naïve worldview reconstruction in word-formation. Notably, the iconic aspect is marked by cognitive-semantic shift of the thymic-neuter indices of the conceptual thymic information to its thymic-extremal analogues. This could be a result of the fact that the shift of a given type is based on the correlation of evaluation of the sign-motivator and expressive-gnoseological functions of perception performed by the native speakers. The reconstruction of the thymic composites domain reveals that the motivators of sensory type prevail. Besides, the cognitive-semantic shift was detected: the motivators are represented by the derivatives of the verbalized concept SENSE, while the concept EMOTION is lacunary, a fortiori the composite words with feel and sensation constituents are semantically more mobile and expressive. Key words: concept, corporeality, iconicity, semiosis, sign.

TRANSCREATION AS A NEW APPROACH TO TRANSLATION OF ADVERTISING TEXTS AND SLOGANS

The commercial success of any business enterprise in the age of globalization and internationalization depends on the choice of marketing strategy. To remain competitive, all industries must follow new trends and face new challenges. In the context of the current market requirements, a new strategy for translating advertisements and slogans called transcreation has been attracting more attention and is an emergent trend for the Ukrainian market. In this study, we examine the phenomenon of transcreation and present an analysis of texts resulting from the application of the translation strategy. The problem of advertisement translation has been attracting attention of the modern linguists as the main task of a translator is 1) to choose the appropriate translation strategy so as 2) to clearly convey to the recipient the intended information of the original text considering all implicit as well as explicit shades of original message. One of the challenges in translating advertisements is the preservation of the communicative functions embedded in the original text or slogan. In our work, we covered the concept of "transcreation", analysed the translation of advertising slogans of world-famous German companies, as well as conducted a psycho-linguistic experiment using an online Google Forms questionnaire. Fifty-two informants evaluated nuances of the meanings on which advertising slogans and their translations were focused by transcreation. The results of our study can be used in training programs for future translators. Key words: translation, translation strategy, translation of advertising texts, advertising slogans, transcreation, adaptation, psycho-linguistic experiment.